Individual organizations can participate in the COVID-19 Study
WolfBrown launched the Audience Outlook Monitor with our COVID-19 study, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations that wanted to make informed decisions about how and when to re-start programming based on rigorous research data.
We designed a survey that was deployed at regular time intervals by cohorts of cultural organizations in different cities, in partnership with funders and service organizations. Our US partners included CultureSource (Metro Detroit), Theatre Development Fund (New York City), the League of Chicago Theatres, Theatre Bay Area, Arts Boston, New Jersey Theatre Alliance, ImagineMKE (Milwaukee), Greater Pittsburgh Arts Council, and the League of American Orchestras. Additionally the survey was deployed throughout Australia in partnership with our colleagues at Patternmakers, with funding support from the Australia Council for the Arts, Create NSW, Creative Victoria, and Arts Queensland. In collaboration with Norsk Publikumsutvikling/Audiences Norway, the survey was deployed in Norway, Denmark, and Finland.
While WolfBrown concluded its COVID-19 Audience Outlook Monitor cohorts in 2022, individual organizations that still wish to collect data can sign up to deploy three waves of the survey.
Updated June 27, 2022
The post-Omicron recovery seems to have leveled off in June
We are still looking at 15% to 20% long-term non-returners; positions have hardened
Less than half of non-returners cite health concerns as a reason for not returning
Increased volatility and reduced demand for lesser known artists and artistic works may be the new normal